EMAIL MARKETING SUCCESS: Finally! Discover How to Build an Email List and Create Successful Marketing Campaigns.
Chapter 3 – Building Your Mailing List
If you want to
develop a successful email marketing campaign, you will need to develop a
consistent strategy for building and growing your email list. One of the
foundational elements of any list-building initiative should be collecting
email sign-ups on your website.
People who are
interested in your business are probably already visiting your site often.
That's why you should be using your website as one of the primary ways to
gather email sign-ups.
Lead Magnets
In exchange for
signing up for your email list, you need to offer your subscribers something of
value. This can be a resource list, a discount coupon, or a free report. In the
world of email marketing, this is known as a lead magnet.
Many website visitors
are hesitant to enter their email address into an opt-in form on a website
because of the perceived risk of receiving more unwanted spam email. However,
if you develop a compelling and valuable offer so that potential subscribers
will desire your lead magnet enough to outweigh any possible fear of receiving
more unwanted email.
Your subscribers know that their
email address is valuable to you, and you need to offer them something of equal
value in return.
A good lead magnet
will help your website visitors learn a specific skill, accomplish a particular
task, or solve a specific problem. The lead magnet on any given page of your
website should be directly related to the content on that page.
While you may be required
to create multiple lead magnets for different parts of your site over time, the
additional work will be well worth it when you significantly improve your
opt-in rates.
Here are a few common
varieties of lead magnets that you can include to help build and grow your
email list.
Free
Report or Guide
These are the most
common kinds of lead magnet that are used to gain new email subscribers. The
report or guide that you offer should help your audience learn about something
they are interested in or help them accomplish a specific goal.
For example, if you
had a website about marketing, you might offer a free guide that helps your
audience create their first Facebook ad campaign. The content of your free
report should not otherwise be available on your website.
Resource
List
A resource list is
merely a list of products, services, tools, and worksheets that will help your
subscribers get started more quickly with what you want to teach them. If you
have a personal finance blog, you might provide new subscribers with a list of
software budgeting tools and resources to help them keep track of their debt,
ensure they have the right kinds of insurance, and determine whether they are
saving enough for retirement.
Free
Trial
If you run a
software-as-a-service (SaaS) company, you might think about offering new
subscribers a 14- or 30-day trial of your service as a lead magnet. Offering a
free trial will get users engaged in your SaaS application and give you the
opportunity to send them marketing content via email.
Downloadable
Software
If your company
produces any kind of software that can be downloaded, you might think about
requiring users to enter their email address in order to download the software.
Discounts
or Free Shipping
Often, e-Commerce
stores will offer a one-time coupon for use on their first order with your
company. While providing a discount to new customers might lower the total
price of a customer's first order, it will significantly increase the
probability that they will become a customer in the first place, because they
will be receiving an email about your company's products and services.
Physical
Products
If having a physical
mailing address for your subscribers is essential, then you can offer an inexpensive-to-produce
physical product as your lead magnet. Small tools like flashlights, screwdrivers,
and knives are often used as physical product lead magnets. In order to make up
the cost of producing and mailing a physical product, you can also charge a
small shipping and handling fee that will generally pay for both the product
and the shipping.
If you aren't sure
what lead magnet will work best for your website, there are a large number of
resources that are available online that offer specific ideas for lead magnets.
You can do a Google search for "lead magnet ideas" that will return
dozens of pages of articles that contain ideas for lead magnets that you can
model. You can also check out your competitor’s websites to see what kinds of
lead magnets they may be offering.
Messaging and Copy
After you've
determined the lead magnet that you are going to use, you will need to identify
the kind of message you are going to use to get your potential subscribers to
sign up for your mailing list.
The language that you
use on your opt-in forms will have a significant impact on the number of email
signups you receive. By creating a compelling and relevant offer, and using
strong language with clear calls-to-action, your opt-in rates will be much
higher.
While other
list-building strategies might require an upfront cash investment, subscribers
that opt-in through your website are effectively free. If you spend sufficient
time writing compelling copy, creating a highly-desirable lead magnet, and
implementing an opt-in form plugin, your mailing list will steadily grow over
time.
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Click Here for Read Chapter 5th
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